Franchises operate in several locations. Although covering a variety of demographic and geographic groups can be advantageous from a sales perspective, scaling SEO operations is the biggest challenge for marketers. Every location has to monitor and optimise its landing pages and website for local search engine optimisation. Since you conduct business in each location, this can frequently result in problems like duplicate content and technical SEO. Franchise SEO comes into play here.
What is Franchise SEO?
Franchise SEO is a set of initiatives to improve the search engine visibility of franchise websites, which are websites that promote an overall brand while at the same time offering localized pages for multiple locations of that brand. Strategies include scaling keyword research, creating localized landing pages, and removing duplicate content.
The goal of SEO franchise India is to increase each franchise website’s search engine presence under a franchise business. These websites need to maintain localised pages for several locales while simultaneously promoting the brand. A franchise’s search engine optimisation strategy may involve making Google build your brand presence online, using Google Business Profile Listings, creating blog articles, focusing on geo-specific and other pertinent general keywords, etc.
To help you develop your SEO franchise plan, consider the following best practices for franchise SEO.
The best methods for SEO in franchises are:
Keyword analysis
A franchise, being a multi-site firm, needs to focus on focused lead generation, geographical targeting, and brand consistency. Businesses use Seo franchise India‘s power to leverage their brand equity in localised setups to accomplish these goals. Finding the appropriate keywords is a significant component of franchise SEO.
Start by determining and monitoring the keywords that are important to your company. Tracking keywords makes it easier to keep an eye on changes in visibility and assess the general SEO health of your website. The challenge in conducting keyword research for franchise SEO services stems from the possibility that the company provides many services in multiple locations. It is imperative that you monitor website visibility in every service geography combination. An instrument such as Merge Words can offer assistance. Once the service and location combinations are determined, enter all the data into the tool and generate queries for each combination to expand your keyword research and prevent tracking process gaps.
Divide up and Adjust the Keywords you are Tracking
Every franchise query will have a local purpose by default. Even if the search query is only “commercial plumbing” without any geographic modifiers, no national ranking would be considered. It’s not necessary for you to specify your location for Google to display local search results. Use a service like STATE that would enable you to track a specific term in a particular geographic area rather than tracking keywords nationally. To learn more about how specific keywords perform locally, you can also track keywords and include the ZIP code of the targeted area.
For the purpose of monitoring your keyword performance in a particular area, use geo-specific keywords and keyword segments. You can perform your tracking by using the keyword segments for the queries you track in order to examine overall local rankings more thoroughly.
Analyze the Most Significant Geographic Areas.
Franchise SEO marketing can also be carried out by tracking keyword performance for each of the high-priority geographic areas. With segmented rank tracking at your disposal, you can assess your standing more accurately at each unique geographic location. What is involved in this? By focusing on the most important geographic locations, you can do a more thorough analysis of them and create a more targeted franchise SEO plan. There are a lot of places where this tactic can be used.
It’s possible that you will score highly in one place and poorly in another. You can concentrate on particularly examining this area and creating corrective actions to increase search engine optimisation efforts if you are performing poorly in a high-priority sector. Segmenting keywords tells You can see where you can stand out or fall short and where you should put in more effort.
Create Location-Based Pages
It’s critical to create location-specific webpages for each area you service. One of the most important aspects of SEO franchise marketing is this stage. You improve your chances of ranking for geo-specific search queries associated with your main keywords when you build location-based sites.
For many industries, Google can localise search results without the need for further instructions. This Google function increases your chances of ranking even for generic keywords without regional modifiers. For example, if you construct location pages, you might rank for both keywords: commercial cleaning services (location-neutral) and commercial cleaning services in Delhi (location-specific).
Nevertheless, franchises underfund their franchise SEO campaigns, and the majority of landing sites simply provide visitors with generic content that isn’t really helpful. Optimised title tags, personalised on-page content, office address, phone number, contact details, structured data composition, reviews, and outbound connections to relevant sources for the targeted area should all be present on your location pages.
Maintain a Consistent Brand
Maintaining brand consistency across all websites and landing pages is just as crucial to the success of your franchise SEO strategy as creating content that is tailored to each location. This is so because the franchise chain is ultimately responsible for providing services to various locations. The branding of each location-specific website should represent the uniform user experience that franchises offer across all of their locations. A person will anticipate seeing the same colour scheme and design layout whether they are browsing the website of any franchise location or visiting an outlet.
There’s a danger that someone visiting your website can leave thinking it’s a fake or seeing something different from what your business is known for.
Use the appropriate NAP
For local SEO, using the correct NAP (Name, Address, and Phone Number) is essential. The NAP format ought to be the same on every website. For example, if the area code for a phone number belonging to a franchise is separated with brackets, make sure that the phone numbers appear consistently on all the websites.
Additions to the NAP include structured local business markup, directions details, embedded Google maps, and more. Indicate the NAP for every location rather than just referring to the corporate map. You can also provide the corporate contact information. Add an option for “Corporate Address” to the footer menu and place this on another page.
Make a Plan For Your Content Marketing
Localised keyword research, landing page optimisation for local SEO, and keyword segmentation to monitor location-specific keyword performance are some possible components of a franchise SEO marketing plan. These franchise SEO services, however, are insufficient to give you the visibility and positioning that you require. Moreover, you must put a content marketing plan into action. This could contribute to your digital marketing campaign’s success.
Franchise SEO may find content marketing to be challenging. Selecting a theme might be difficult. You might have to decide between writing a blog about general subjects or ones that are niche-related. Stick at this point to your product, speciality, or the particular area where each franchise is located. The most effective franchise SEO approach would be to produce material that keeps the locals in mind. There are two methods to go about this. The first category of blogs with a local focus could focus on news and events that are generally local. If your product is sold to a diverse variety of consumers or you have a large target audience, think about using this type of content approach.
The second type of blog could be published locally and focused on your niche. For example, if you run a pest control company, you could write on your blog about the various kinds of bugs and rodents that live in that city and how to deal with them.
List your Company in Directories such as Google Business
You must register for a Google Business Profile in order to be mentioned. You should take this action for each of your distinct firms. It also implies that every location outlet needs to have a listing for its own Google company profile. The listings can be finished in a few different ways. You can set up each listing under your own Google account, or each franchise owner can create their listing. Whereas the latter would have a single account for all listings, the former would generate franchises under many accounts. Afterwards, each GMB profile can be connected to its website in order to maximise local search engine optimisation.
Google search results provide GMB profiles in addition to web pages. Ratings and additional pertinent information are displayed with each GMB. Clicks on GMB profiles that appear in search results are typically the highest. To obtain citations and links from other directories and raise your search engine rankings, you have to set up separate profiles on those directories (e.g., Yelp, Apple Maps, TripAdvisor, etc.).
Build regional backlinks
Building local backlinks is another crucial component of your SEO approach that will help you become more visible and credible on Google. On the other hand, a franchise operating multiple locations may find it both challenging and intimidating. As you won’t want to backlink to or from a competition for your location-based keywords, working with local businesses might be challenging. Try inventive approaches to attracting these backlinks to your website instead.
For example, plan a blood donation camp at a school to announce the sponsorship and provide a hyperlink to your website in a blog post. Similarly, you can collaborate with local institutions, schools, events, and charities. If you work in the food industry, you can organise complimentary meals for the homeless local nonprofits and receive backlinks in exchange.
In summary
Local businesses must aim for higher ranks on Google and related search engines in order to enhance visibility, traffic, and conversions, as 93% of online activity originates from these search engines. Franchise SEO may be very beneficial for your business, even if it can be challenging to strike a balance between maintaining brand consistency and creating original content for each location. The best course of action is to determine the difficulties franchises encounter and develop a strategy and set of rules that each unique location may use as a brand marketing guide.
Getting help from a franchise SEO company can be the best way to begin franchise SEO for your business. Connect with Savit Interactive, a leading digital marketing agency that offers exceptional SEO, SMO, PPC and other digital marketing services to put your business at the top in the digital space.
